Tony Goff-Yu, Designer in London, United Kingdom
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Tony Goff-Yu

Verified Expert  in Design

Bio

Tony is a London-based freelance designer with over 20 years of experience across branding, user experience, user interaction, and visual design. Working both agency and client side, he's worked in a broad range of sectors such as automotive (BMW, FINN, General Motors, Toyota), retail (Adidas, Gap), technology (Google, Sony), finance (Barclays, Natwest), consultancy (Ernst & Young, McKinsey), oil and gas (BP, Shell) and a range of smaller startups covering fitness, media, games and telecoms.

Portfolio

Work Experience

Design Consultant

2012 - PRESENT
Ganda
  • Designed websites and applications for large international clients and smaller startups.
  • Designed a range of apps for finance, food and beverage, media, fitness, health, and travel.
  • Collaborated with other designers on a long-term contract as a principal designer, helping them refine their work and develop their skills.
  • Tested ways to increase user retention and sales further, working with product owners on a long-term contract.
  • Run A/B tests working with data analysts to see what designs engage with users the most. Based on the results, we adapted and developed designs to engage and convert users better.
Technologies: Figma, Design, App Design, Wireframing, Web Design, User Flows, Branding, Web UX, Web UI, Design Direction, Startups, Food Ordering, Responsive Design, User Interface (UI), UX Design, UI Design, Prototyping, Mood Boards, Mobile UI Design, Mobile UX Design, Mobile Design, Product Design, Mobile App Design, Fintech, Web UI Design, Web UX Design, Logotype, Startup Consulting, Responsive Web Design (RWD), App UX, App UI, eCommerce UI, UX Research, eCommerce, Mobile UI, Adobe Illustrator, Mobile, iOS, Agency Websites, Online Ordering, Visual Design, Mobile Apps, Cars, Slack, Landing Pages, B2B, B2C, Landing Page Design, Logo Design, Conversion Rate Optimization (CRO), Design Systems, Lead Generation, Landing Page Optimization

UX/UI Designer

2024 - 2024
Active Travel AG
  • Conduced a UX audit to find areas of improvement for increased conversion.
  • Designed a new module site to help improve overall UX and UI.
  • Updated and simplified overall branding across the site.
Technologies: Web Design, Web UX Design, Web UI Design, Travel Design, Booking

UI/UX Designer

2024 - 2024
Active Travel AG
  • Performed an audit of the existing site and helped the client understand how a redesign would help users navigate the site and convert better.
  • Redesigned core pages of the site and created a series of user flows for development.
  • Built a new design system in Figma for use in development.
Technologies: Web Design, Web UX Design, Web UI Design, Travel Design, Booking, Design Systems, Landing Page Optimization

Senior Designer

2010 - 2012
Isobar
  • Worked closely with the design director to create and oversee design work across the agency on the Natwest account.
  • Oversaw junior designers, providing design oversight and feedback.
  • Worked with creative teams on marketing and advertising concepts and pitches.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Design, Web Design, User Flows, Wireframing, Web UX, Web UI, Design Direction, App Design, Responsive Design, User Interface (UI), UX Design, UI Design, Prototyping, Mood Boards, Mobile UI Design, Mobile UX Design, Mobile Design, Product Design, Mobile App Design, Fintech, Web UI Design, Web UX Design, Responsive Web Design (RWD), App UX, App UI, eCommerce UI, UX Research, eCommerce, Mobile UI, Mobile, iOS, Visual Design, Mobile Apps, Landing Pages, B2B, B2C, Landing Page Design

Middleweight Designer

2007 - 2010
Dare
  • Designed banners and websites for a range of clients at this advertising agency.
  • Transitioned into more UI and UX work for a larger range of clients.
  • Worked on website designs for Vodafone, Standard Life, Sony Ericsson, and The FA.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Design, Web Design, User Flows, Wireframing, Web UX, Web UI, Design Direction, App Design, Mobile UI Design, Mobile UX Design, Product Design, Mobile App Design, Visual Design, Landing Pages, B2B, B2C

Junior Designer

2005 - 2007
Media Initiatives Group
  • Designed both online and offline work for this media sales company.
  • Worked on five of their partner companies, all with their own identity.
  • Designed websites and emails, as well as press adverts, leaflets, and mailers.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Design, Web Design, User Flows, Wireframing, Web UX, Web UI, Visual Design, Landing Pages

Junior Designer

2004 - 2004
Huan
  • Designed logos, catalogs, adverts, and websites for a wide range of companies.
  • Collaborated with clients ranging from clothing firms to chartered surveyors, solicitors, publishers, and photographers.
  • Established direct client contact and held briefings in a very small studio.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Web Design, User Flows, Wireframing, Web UX, Web UI, Design, Visual Design

Education

2000 - 2003

Bachelor of Arts Degree with Honors in Design

Cumbria Institute of the Arts - Cumbria, United Kingdom

Skills

Tools

Slack, Adobe Photoshop, Adobe Illustrator, Adobe InDesign, EAGLE

Platforms

Figma, Mobile, Android, iOS

Other

Web UX, Web UI, User Experience (UX), User Interface (UI), Interaction Design (IxD), UX Design, UI Design, Prototyping, Mood Boards, Mobile UI Design, Mobile UX Design, Mobile Design, Visual Design, Mobile Apps, Product Design, Responsive Web Design (RWD), Mobile App Design, Web UI Design, Web UX Design, User Flows, App UX, App UI, Design, Wireframing, Design Direction, UI Research, Web Design, App Design, Mobile UI, Landing Pages, B2B, B2C, Landing Page Design, Logo Design, Design Systems, Agency Websites, Startups, Online Ordering, Food Ordering, Responsive Design, Fintech, Mobile UX, Branding, UX Research, eCommerce UI, Logotype, Startup Consulting, Cars, Conversion Rate Optimization (CRO), Lead Generation, Landing Page Optimization, eCommerce, Travel Design, Booking

Experience

  • Web Design - 20 years
  • Product Design - 20 years
  • Design - 20 years
  • App Design - 10 years
  • Design Direction - 10 years
  • Wireframing - 10 years
  • User Flows - 10 years
  • Figma - 5 years
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